I believe it also comes with changes to the level of standard equipment/tech. It is significantly more expensive than the lower trim levels however, and Ford has to determine how much NA customers are willing to spend on the Ranger.
The question of spending goes out the window when products like the TRD Tacoma can do well even while keeping stone age features.
Ultimately its a matter of value, if Ford provides it then they'll get buyers. So far they've been generous with accessories but will need to be generous in other core areas.